AMSR: The Archive of Market and Social Research

The AMSR is a living, searchable archive of high quality research data and commentary. Drawn from the output of respected practitioners over many decades, it forms an inspiring source of insight for those seeking to explore the dynamics of change – in the past, the present and crucially, for the future. This website provides direct access to the complete archive.

We are constantly reviewing and adding new material to the archive. In January 2020, there were more than 5,000 items in the catalogue. We recommend that you read our page on ‘How to get the most out of the Archive’ – particularly if you are new to the AMSR.

Read more here about how the AMSR is operating during the coronavirus pandemic.

Recent stories from the Archive

Time gentlemen please!

Because of Covid, pubs are now closing at 10pm, resulting in a furore of dismay and much controversy about loss of liberties...

It’s good to talk

For many people the telephone has been a great source of support during lockdown. Not only has it enabled us to keep...

Government control over our lives

As we endure the long months of Covid-19, it is clear from recent (Aug 2020) YouGov polls that the British people have...

Fancy a holiday abroad?

Taking a holiday abroad at the moment carries risks that we couldn’t have imagined a year ago. At a time when there’s...

Who can access the AMSR?

The archive is a resource for everyone, and anyone can access it by registering at the archive portal page. The archive contents will be of particular interest to:

• Educators and students, academic institutions

• Research practitioners

• Business and marketing consultants

• Industry associations

The long-term trend data contained in the TGI Trackback volumes, for example, place health, diet purchasing patterns in the late 20th Century in sharp relief. We have a long run of polling statistics and many other measures that will be of interest and value to anyone charting the recent past and planning for the future of our society.

Learn more:

Sir John Curtice, respected UK politial scientist, academic, broadcaster and psephologist, discusses the importance of the Archive.

See our Video Gallery for more about the AMSR.


What does the archive contain?

The AMSR comprises major studies detailing UK social history, originally conducted by some of the best-known names in research. It is both a history of market and social research and our history through market and social research.

The archive contains market and social research material embracing books, research journals, data abstracts and conference papers. The sources include sector-leading organisations such as MORI, TGI, NOP, Millward Brown and the Market Research Society, to name just a few. Data goes back as far as WWII. It is the perfect place to uncover original context against which to set think pieces and proposals for future work.

A sample of the archive’s highlights will always be featured at the top of the home page – click any image to link directly to a case study. But there is much more to the archive than these, and the place to start any search is by browsing through the archive’s home page and using the word search facility. We add new material regularly so please subscribe to our newsletter (link to newsletter sign-up) to discover our latest additions.

Learn more:

Latest AMSR news

Latest AMSR newsletter posted

The latest quarterly newsletter from AMSR is now available on the website. Among the many fascinating contributions are coverage in the Letter...

Jane Frost appointed as AMSR Vice-Chairman

AMSR is delighted to have appointed Jane Frost, CBE and CEO of the Market Research Society (MRS) as its Vice-Chairman.  Jane brings...

Are you a Hoarder or a Chucker?

Updated 11/05/20: With people spending a lot more time at home at this time of coronavirus lockdown, the Archive of Market and...

BBC studies added to the Archive

AMSR has recently acquired some very rich material documenting research conducted for the BBC. Peter Menneer, who was Head of BBC Research,...

Who supports the AMSR?

The AMSR is funded by a growing body of committed supporters who pledge – generally for a three year period or more – a sum of money to enable the AMSR to continue the work of making the valuable contents of the archive available to those who wish to access them. Donors generally have an interest in promoting the work of the market research sector, and the AMSR’s donorship structure provides opportunities for anyone from a large organisation to an individual to play their part.

Learn more about becoming a donor and other ways of getting involved with AMSR:


Contribute material, volunteer and keep in touch


If you have any material you think would belong in the archive, there’s only one thing to do – get in touch! Find out more about contributing materials here:


We couldn’t do what we do without a small army of volunteers. We have a dedicated team already in place but we always need more. Find out more here:


The AMSR releases regular updates about the latest additions to the archive in our newsletter – it’s the best way to keep abreast of the growing resource we’re proud to curate. See past newsletters and register for the newsletter here:

The AMSR is a much needed resource for the research industry… it will be of inestimable value to all those who want to find out about research and the industry now and over the last 70 years.

Jane Frost, CEO, Market Research Society